Search engines play a significant role in how people receive information, and users place a large amount of trust in the ability of search engines to produce reliable results. The issue arises when users are unaware that many search results are influenced by external factors such as SEO techniques to achieve high rankings. This may lead to users trusting unreliable information and fake news. Paid ads can be distinguished with a clearly visible label, but an SEO generated search result is not as easy to identify. For this reason, researchers Dirk Lewandowski and Sebastian Schultheiß (2020) hypothesized that the average user is far less aware of SEO than paid search marketing.